A data profile of the people who buy, follow and care about Payment in United Kingdom — modelled from more than twelve digital signal sources. Payment has an estimated audience of 6,125,182 people in United Kingdom.
The average Payment fan in United Kingdom is 45.3 years old, more female, and lives primarily in England.
The audience is concentrated in England, Yorkshire and the Humber, South East.
Top brand affinities include Wikipedia, Hobby, Esso, with strongest over-indexing on Wikipedia (2.19× the country average).
Demographically, the Payment audience skews more female with an average age of 45.3, and over-indexes on personality traits such as Convenience Orientation, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Payment fan in United Kingdom is more female, around 45.3 years old, with strong Convenience Orientation tendencies and a notable affinity for Wikipedia.
The key figures that characterise the Payment profile in United Kingdom.
57.4% are female, 42.6% are male, average age 45.3.
| Metric | Value |
|---|---|
| Female | 57.4% |
| Male | 42.6% |
| Average age | 45.3 |
| Estimated audience size | 6,125,182 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 16% | |
| 30-39 | 20% | |
| 40-49 | 26% | |
| 50+ | 33% |
of the worldwide Payment audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 19.0% |
| India | 7.5% |
| United Kingdom | 6.2% |
Where the Payment audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~400K | 1.50× | |
| 02 | Yorkshire and the Humber | ~700K | 1.41× | |
| 03 | North East | ~300K | 1.24× | |
| 04 | England | ~4.5M | 1.10× | |
| 05 | East of England | ~600K | 1.03× | |
| 06 | Northern Ireland | ~200K | 1.02× | |
| 07 | Wales | ~300K | 0.98× | |
| 08 | Scotland | ~500K | 0.89× | |
| 09 | South East | ~700K | 0.81× | |
| 10 | East Midlands | ~300K | 0.79× | |
| 11 | South West | ~400K | 0.77× | |
| 12 | North West | ~300K | 0.49× |
The strongest cross-interests of the Payment audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Wire transfer | Technology & Electronics | 4.80× | ||
| 02 | Esso | Cars & Mobility | 2.40× | ||
| 03 | Risk management | Business & Career | 2.31× | ||
| 04 | Wikipedia | Internet & Social Media | 2.19× | ||
| 05 | Refrigerator | Home & Garden | 2.15× | ||
| 06 | Hot tub | Home & Garden | 2.03× | ||
| 07 | NatWest | Business & Career | 1.87× | ||
| 08 | HVAC | Home & Garden | 1.85× | ||
| 09 | Betfair | Games | 1.82× | ||
| 10 | William Hill (bookmaker) | Games | 1.79× | ||
| 11 | Internet & Social Media | 1.78× | |||
| 12 | Hobby | Home & Garden | 1.70× | ||
| 13 | Volunteering | Politics & Society | 1.67× | ||
| 14 | Internet & Social Media | 1.66× | |||
| 15 | Aldi | Shopping | 1.62× | ||
| 16 | Technology & Electronics | 1.62× | |||
| 17 | Distilled beverage | Food & Beverages | 1.57× | ||
| 18 | Politics | Politics & Society | 1.52× | ||
| 19 | Lidl | Shopping | 1.52× | ||
| 20 | Tabloid (newspaper format) | Literature | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.44× | |
| Need for Security | CONSERVATISM | 1.32× | |
| Price Sensitivity | PREMIUM | 1.30× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.71× | |
| Sustainability | BALANCE | 0.74× | |
| Sports Activity | POWER | 0.78× |
Payment has an estimated audience of 6,125,182 people in United Kingdom, concentrated in England and Yorkshire and the Humber.
57.4% of Payment fans are female, 42.6% are male, with an average age of 45.3 years.
Payment fans show strongest brand affinity for Wikipedia (2.19×), Hobby (1.7×), and Esso (2.4×) over the country average.
Payment fans in United Kingdom are most concentrated in England (reach ~4.5M), Yorkshire and the Humber (reach ~700K), and South East (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Payment itself, the audience over-indexes on Hobby (1.7×), Esso (2.4×), Aldi (1.62×), and WhatsApp (1.78×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for Payment. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across United Kingdom. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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